The Scottish Government

Drive like Gran's in the car

The challenge

Young male drivers are more likely than anyone else to be involved in road accidents. They’ve heard it all before when it comes to warnings from traditional authority figures like their parents or the police.

The bold idea

Delivering road safety advice through grans. Carrying “precious cargo” - i.e. elderly or young relatives - is the only thing that makes young men more careful behind the wheel. Plus, they’ll do anything not to let their grans down.

The results

40% of young male drivers took action after seeing the campaign - a particularly impressive figure considering their ‘invincible’ nature.

Campaign recognisers were also more likely to never speed on built-up roads (29% vs 18%), never get distracted by mates (31% vs 26%) and to never use their phones while driving (46% vs 32%).

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